If your customers are into food, sex or humour, we should talk.
Do you want your audiences to enjoy thinking about your brand?
If so, ask yourself: what three things trigger enjoyment in the brain?
Food, sex, and humour.
For food, why not just send potential customers jam donuts?
It could get pricey. And messy. And carby.
Why not sex?
I’m sure your audiences are very good-looking but… let’s park this one for now, shall we?
Humour, however, could work.
After all, brands like IKEA, McDonald’s and VW have used it for decades to create world-beating brands.
What’s more, using humour intelligently — in both B2C and B2B — has been conclusively shown to make people more likely to buy*.
HumourScope® is a training consultancy that helps brands like HSBC, Harley-Davidson and Nando’s use humour as a key business tool.
I help you develop the right kind of funny for the right kind of audiences — and if you’re using AI to create content, I advise on the best LLM usage.
I don’t provide fluff, bullsh*t, or rubbish. Just solid evidence-based training.
Alas, I can’t provide anything as tasty as food or as sexy as sex.
But ask yourself:
Do you want people to be more likely to buy what you sell?
Dumb question, right?
Happy HumourScopers
Rabbit
I’m often asked to give keynotes, talks and workshops.
Click here to watch me rabbiting.
Oh, stop it!
‘What Paddy Gilmore doesn’t know about humour and marketing, frankly, isn’t worth knowing.’
John Lyon, CEO, Wilkins Harley-Davidson
‘Paddy gave us a clear understanding of humour’s “chemical formulas”, demonstrating how humour can help towards our long-term brand-building goals. His work will prove invaluable.’
Ilze Zukova, Brand Manager, Tele2
‘That was great. Listen, are you free to do another project?’
Hamish Goulding, Group Head of Brand Strategy, at the end of a training session to over 80 HSBC employees
* Sources
Eisend, Martin: ‘A Meta-Analysis of Humor in Advertising’, Journal of the Academy of Marketing Science, June 2009.